A multilingual social awareness campaign in the Baltics region
In 2022, in the Baltics region, Paramount's team launched a multilingual social awareness campaign titled "This is normal." This campaign combined visual art and storytelling through short videos in eight languages, available on local linear TV channels, social media, and a dedicated website. The initiative promoted the idea that it is expected to prioritize mental health, reject abuse and gender stereotypes, love freely, express individuality, and embrace differences. The campaign featured inspiring stories from 42 individuals across Latvia, Lithuania, Estonia, Kazakhstan, Armenia, and Georgia, sharing their personal experiences and perspectives on life. Paramount's involvement in such campaigns underscored its commitment to fostering positive social change and inclusivity across diverse communities.
